The aspiration of the designers is that the company is perceived as an international luxury label, because to them luxury is more than an automotive statement, it is a lifestyle.

They always focus on the main brand Mercedes-Benz, whose design philosophy of Sensual Purity defines modern luxury. Today, luxury means timelessness that goes beyond what is in style. True luxury is rare and for this reason extremely coveted. It is always less about material values, but rather about emotive, authentic experiences as well as the reduction to the essential in particular. High-tech in combination with traditional craftsmanship and genuine pleasure increasingly take centre stage.

The philosophy of Sensual Purity gets to the crux of an essential aspect of the brand – the bipolarity of emotion and intelligence. For the designers, good design has to be beautiful and intelligent, or – to put it in a nutshell – it must be hot and cool. The products from Mercedes-Benz make it easy to fall in love with them, because they are irresistible – in short: they are hot. As a result, they symbolise the one aspect of the brand core that is characterised by Gottlieb Wilhelm Daimler and with him by the era of early racing cars and classic cars. The other side symbolises reason, the aspect of the brand core embodied by Carl Friedrich Benz. It is represented by reduction and technology – the products are cool like something unexpected that is surprising and has never been seen before. With this philosophy, the designers not only style automobiles, but a whole world of modern luxury.

The design philosophy is defined by the 'Design Code'. It is based on six guidelines, which are interpreted accordingly for each model. This gives each model series an independent character, while nonetheless ensuring it is always recognisable as a Mercedes‐Benz.